Mazda US

The objective

Driving CPA efficiencies and Brand Lift with TikTok Automotive Ads

Mazda, a leading US Automotive OEM, has been scaling its TikTok advertising presence, using pixel-optimized campaigns with the goal of driving key website actions that can lead to purchases. With this campaign, Mazda wanted to drive consideration for its CX-90 model line, testing if Automotive Ads could deliver results against performance metrics (CPA), but in key brand KPIs like Intent to Buy.

On top of Automotive Ads, Mazda loaded their campaigns with a number of best practices, including high-resolution carousel images, creator-led video assets, TikTok pixel with multiple events established, and a Multi-Cell Brand Lift Study.

The solution

Promoting core models to drive sales

With the launch of Automotive Ads, Mazda was able to plug into an exclusive vertical-specific intent model and multimedia ad format. A new Model Catalog feature simplifies setup compared to traditional catalog approaches, requiring only a few images, model names, and destination URLs.

Mazda's key messaging points around the CX-90's luxurious design and utility for those on the move were brought to life through a dynamic blend of carousel and video assets. Creative best practices, such as creators and multi-sensory ASMR stylings, were used, giving the entire campaign a realistic, highly engaging feel.

The results

Lower CPAs and higher Intent to Buy

The Media KPI results and Brand Lift Study for Automotive Ads both exceeded Mazda's expectations. While Automotive Ads delivered more efficient CPA across all measurable events as expected, it also delivered compelling Brand Lift results.

The informative and engaging ad format delivered exceptional lifts in Purchase Intent and Brand Favorability, proving that Automotive Ads can deliver big gains on both Performance and Brand KPIs.